雪津IMC沟通会议材料.pptx

Code for New Year True Buddy HookAgendaSedrin CNY Campaign01How to win CNY02Unexpected idea to Win Preference03360 campaign to Drive PenetrationWheat Beer Grand LaunchDrink with FriendsSpecial MomentsNew Year / CNYFIFASummerFood Occasions / FestivalsLDA / SportsInnovative BrandsQualityDrink with FriendsBonding MomentsDrink with FriendsDrinkability2017 Sedrin Brand Calendar – Dec. 2016 kick-off to catch new year / CNY sales自在真兄弟Carefree True Buddies11月-12月13%34%1月-2月19%24%4月-5月2017 CNY Jan. 28Draft design only5%5%21301Campaign objective │ How to winDrive brand volume during Dec. 2016 – Feb. 2017 (CNY sales)Drive T1F during Dec. 2016 – Feb. 2017Reinforce brand association with CNY bonding and strengthen image of “Drink with Friend”How to WinAdvance campaign on air to catch sufficient sales / penetration opportunity.Un-expected communication to drive top of mind awareness and preference.New news to maximize call to action02Insight and brand roleAspirers organize special gathering with besties during festivals / occasions to enjoy being free-minded and genuine.Sedrin plays the role as the special code to bring the best fun to reunion of true buddies.Key message – Sedrin is the special code that bring true buddies together to enjoy the funniest new year gathering. Can’t go without SEDRIN -“Right Buddy” at the special moment023 creative directions, 4 TVC creatives– Direction B is perceived most potential, for being fun, unique and bring curiosity to share with friendsNanchangFuzhouDirection ADirection BDirection CNBA CNY GameTime Travel BrothersSurpriseDrink to heart with brothers Appeal / engagement PI Uniqueness Relevance (esp. young consumers) Key messageDrinking with true brothersLink with CNY Brand preference103TVC creative optimization – enhance CNY linkage, engagement via unexpected endings and purchase intentDrive CNY Occasions – add CNY ambience and bonding scenes42Drive Engagement – Different EndingsDraft design only3Drive Product Ap